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The body as a cultural resource for entrepreneurs in stigmatized settings: The case of sex toys by women for women
Journal of Business Venturing ( IF 7.7 ) Pub Date : 2024-09-12 , DOI: 10.1016/j.jbusvent.2024.106449
Neva Bojovic , Raghu Garud , Mohammed Cheded

Entrepreneurs seeking legitimacy for their stigmatized products with mainstream audiences must deploy strategies to redefine their products' cultural significance. This paper investigates how the body, often a focal point of stigma, serves as the foundation for these strategies. Through an analysis of exemplary cases in the sex toy industry, we identify three strategies—visibilizing, obfuscating, and transforming—used by entrepreneurs to deal with different sources of stigma, including tribal stigma, blemishes, and abominations associated with the products. Our findings provide novel insights into the role of the body in entrepreneurial strategies to tackle stigma and gain legitimacy for their products, thereby contributing to the literatures on entrepreneurship in stigmatized settings and cultural entrepreneurship.

中文翻译:


身体作为被污名化环境中企业家的文化资源:女性为女性提供的性玩具案例



企业家们在主流受众中为其被污名化的产品寻求合法性,必须部署策略来重新定义其产品的文化意义。本文研究了身体(通常是耻辱感的焦点)如何成为这些策略的基础。通过分析性玩具行业的典型案例,我们确定了企业家用来处理不同来源的耻辱感的策略——可视化、混淆和转化——包括部落耻辱、瑕疵和与产品相关的憎恶。我们的研究结果为身体在解决耻辱感和获得产品合法性的创业战略中的作用提供了新的见解,从而为关于污名化环境中的创业和文化创业的文献做出了贡献。
更新日期:2024-09-12
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